The influence of Online Ratings on Film Choice
Decision Making and Perceived Risk
Bibliographic Data
| ID | 23037421 |
|---|---|
| Authors | Diana Gavilan (0000-0002-5293-779X, Universidad Complutense de Madrid, corresponding author), Susana Fernández-Lores (0000-0002-1164-0703, ESIC Business & Marketing School), Gema Martínez-Navarro (0000-0002-9047-8010, Universidad Complutense de Madrid) |
| Year | 1970 |
| Volume | 32 |
| Issue | 2 |
| Pages | 45-57 |
| Publication date | 1970-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Communication & Society (JOURNAL) |
| Journal identifiers | ISSN: 2386-7876 • E-ISSN: 2386-7876 |
| Publisher | Universidad de Navarra (PUBLISHER • ES) |
| DOI | 10.15581/003.32.37847 |
| OpenAlex | W4313182635 |
| Language | EN |
| References cited | 13 |
Online users’ empowerment is an undeniable fact that has brought significant changes to the world of information. Society is becoming increasingly reliant on the online contributions shared by the users of social platforms. This paper focuses on the information provided by peers in movie-based online communities, in the form of numbers (ratings). Given the wide and varied offerings of films, the huge amount of information about each film and the experiential nature of cinema, this study analyses the influence of ratings at the moment of film choice. To test the influence of ratings on a moviegoer’s choice, controlling as they do the subject’s susceptibility to interpersonal influence, we conducted an experiment. A three-way, between-groups design (without rating and film critics/with rating/with rating and film critics) in a decision-controlled setting considers making a decision about what film to watch. Results provide empirical evidence that the addition of ratings simplifies the decision making. Also, ratings exert a significant influence in reducing risk perceptions, either global risk or each specific dimension of risk considered in the study –temporal risk, financial risk, experiential risk. Finally, academic and managerial implications and future research are also discussed.
Business · Dimension (graph theory) · Economics · Empirical research · Empowerment · Experiential learning · Interpersonal communication · Interpersonal influence · Movie theater · Perception · Risk perception · Auditing, Earnings Management, Governance · Financial Markets and Investment Strategies · Marketing · Media Influence and Politics · Psychology · Social Psychology
Determinants of Perceived Ease of Use
Exploring the value of online product reviews in forecasting sales
Conducting Research Surveys via E-mail and the Web
Community building in the digital age
The empowerment of the film spectators
The influence of online ratings and reviews on hotel booking consideration
Processes of Opinion Change
Electronic word-of-mouth in hospitality and tourism management
Information Load and Consumer Decision Making
Students and Housewives
Informational and Normative Social Influence in Buyer Behavior
Measurement of Consumer Susceptibility to Interpersonal Influence
Take It or Leave It
| Citation velocity | historical |
|---|---|
| Highly cited | No |